Photography: Andrew Richey

Great design is more than just aesthetics—it’s about creating an experience that resonates with customers on a deeper level. Whether it’s a surf shop or a boutique retail space, every detail is carefully curated to align with the brand’s ethos, enhance customer engagement, and ultimately drive success.

Take Strapper Surf, a brand deeply embedded in Australia’s surf culture. Mike DiSciascio isn’t just selling surfboards; he’s shaping a lifestyle—one that’s reflected in the store’s rugged yet refined design. Having collaborated with Mike since 1996, I’ve had the privilege of designing more than 12 Strapper Surf stores, including Airies Inlet and the Torquay flagship location—a space that has earned industry-wide recognition, winning the 2015 Australian Surf Industry Award for Best Surf Shop Vic/Tas, Best Shop Fit-Out of the Year, and Runner-Up for National Surf Shop of the Year.

Retail psychology played a crucial role in crafting a space that balances practicality with inspiration. Surf shops aren’t just about product display—they’re about storytelling, community, and immersion. The Torquay store embraces natural textures and raw materials, echoing the elements of the ocean. Open sight-lines and an intuitive store layout encourage exploration, while strategically placed focal points—like the shaping bay where Mike continues to handcraft boards—reinforce authenticity and craftsmanship. These design choices don’t just look good; they create an emotional connection between the customer and the brand.

From layout and materials to lighting and customer flow, the best retail environments don’t just sell products—they invite people into a story, making them feel a part of something bigger. That’s the true power of design.